Native

vs

Web
vs

Hybrid
Mobile Development Choices
Jason Grigsby
@grigs on Twitter • jason@cloudfour.com cloudfour.com • userfirstweb.com mobileportand.com

Early 2008

“It’s about usage. Not units”
• Number of queries on Google search from iPhones surpassed those from Symbian-based phones in the days after Christmas. Nokia’s Symbian-based phones are 40% of the market worldwide. • German iPhone users consume 30 times more data. • 95% of iPhone customers regularly surf the Internet. Data services revenue increased from $2.7 billion in 2005 to $6.9 billion in 2007. • Google sees 50 times the number of searches using the iPhone than any other mobile device. They were so surprised, they asked their engineers to check the logs to make sure it was correct. • This is why major companies, Google, Quicken, etc. are all launching iPhone-optimized services despite the iPhone’s 1% market share.

Surprise Story of 2008

Flickr photo by Drift Words: http://www.flickr.com/photos/44124413076@N01/11846265/

Flickr photo by Civisi: http://www.flickr.com/photos/civisi/2611679744/

Web 2.0 Web-based Apps Services & Mashups Software as Service Cloud Computing

iPhone App Store Native Apps Few APIs between apps No Recurring Revenue Local Storage

http://www.readwriteweb.com/archives/top_10_web_platforms_of_2008.php

What makes the App Store successful?
Carriers Openness Entry Cost Revenue Split Restrictions Releases Micropayments Closed, Seek permission Thousands of dollars 60/40 to 50/50 Many Difficult, Timely Inconsistent App Store Open to anyone who signs agreement $99 70/30 Few 1 to 2 weeks iTunes for every phone

30 million devices
http://blog.wired.com/gadgets/2009/02/shoot-is-iphone.html#c148364123

http://www.newsweek.com/id/174266

25,000 apps 800 million downloads

http://businessweek.com/@@0M43kIYQYKPISw0A/technology/content/sep2008/tc20080930_257832.htm

Gold Rush was On

Ringtone Apps

(FYI: Justin’s app is out soon. GymRat. $4.99)
http://twitter.com/justin/status/1210786170 http://furbo.org/2008/12/09/ring-tone-apps/ http://furbo.org/2009/02/16/raising-prices/

Ringtone Apps
15000

11250

7500

3750

0

0

1.99

3.99

5.99

7.99

9.99

11.99

13.99

15.99+

http://148apps.com/10000

Brutally Honest iPhone App Sales: $32k Spent vs. $535 Revenue
Dapple

http://www.streamingcolour.com/blog/2009/03/09/the-numbers-post-aka-brutal-honesty/

Throwaway Apps

http://www.pinchmedia.com/appstore-secrets/

Throwaway Apps

http://www.pinchmedia.com/appstore-secrets/

Pinch Media’s Conclusions

•Users stop using the average applications quickly. •Long-term audiences are generally 1% of total downloads •Paid apps retain users longer, but still steep drop off.
http://www.pinchmedia.com/appstore-secrets/

Success Determined by Top Lists & Features

http://appcubby.com/blog/files/financial_realities.html

More Open ≠ No Gatekeeper

96%
Approved
(what about that 4%?)

10 Rejected Applications
• • • • • • • • • •

Obama Trampoline MyShoe I Am Poor The South Park App Pull My Finger iBoobs Slasher Murderdome Podcaster Freedom Time

"Even though my personal political leanings are Democratic, I think this app will be offensive to roughly half our customers. What's the point?" — Steve Jobs

http://www.pcworld.com/article/159887-2/rejected_10_iphone_apps_that_didnt_make_apples_app_store.html

iPhone Only Part of World Wide Market
Symbian Palm OS RIM Other Windows Mobile iPhone Linux
20000
17949

15000

10000
7443 4714

5000
4079 3195

0
327
http://www.gartner.com/it/page.jsp?id=910112

Q4 2008 Smartphone Sales — Thousands of Units

437

3.3 Billion
Mobile phone for half the planet.
Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/

3.3 Billion in Perspective

Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html http://communities-dominate.blogs.com/brands/2008/01/when-there-is-a.html

2007 SMS Revenue: 100 billion

Flickr photo by Vlastula: http://www.flickr.com/photos/vlastula/450642954/

2007 SMS Revenue: 100 billion

Combined
Flickr photo by Vlastula: http://www.flickr.com/photos/vlastula/450642954/

•Box Office •DVD Sales & Rentals •Music Industry •Video Games

200 billion for data services in 2008
(SMS accounts for 130B)

Combined
Flickr photo by Vlastula: http://www.flickr.com/photos/vlastula/450642954/

•Box Office •DVD Sales & Rentals •Music Industry •Video Games

Symbian Objective C

Windows Mobile WebOS C

Java ME C++

Dalvik Visual Basic Palm

.NET Compact BREW
Flickr photo by André-Batista: http://www.flickr.com/photo_zoom.gne?id=408700622&size=o

Google Mobile — App Challenges
• Pressure from CEO for rapid releases • 10+ platforms to support • Over 100 different builds

http://www.flickr.com/photos/83731031@N00/445924458/ • http://www.flickr.com/photos/mcdave/142758127/ http://www.flickr.com/photos/nataliejohnson/290541732/

Fragmentation: This is what the web is supposed to solve.

Flickr photo by .Hessam: http://www.flickr.com/photos/essamo/1070527547/

Mobile Web Doubled in 2008
Jan 08 Jan 09

Daily

10821 22369

Weekly

10312 19283

Ever in Month

36870 63182

0

17500

35000

52500

70000

Unique Users (000s)
http://www.comscore.com/press/release.asp?press=2752

Mobile Internet to Grow Despite Recession
Average intended usage increase over the next 24 months

U.S. Current Users Non-Users 58% 27%

Europe 55% 28%

http://www.tellabs.com/news/2009/index.cfm/nr/53.cfm

Top Five Services Non-users Intend to Start Using in the Next 24 Months
U.S. Mobile Internet MMS Uploading Photos Software/app download Email 49% 38% 34% 30% 28% Europe 34% 39% 27% 30% 32%

Mobile Web Distribution
Carriers
Openness Entry Cost Revenue Split Restrictions Releases Micropayments

App Store Open to anyone who signs agreement $99 70/30 Few 1 to 2 weeks iTunes for every phone

Mobile Web Completely Open None 100% None Instantaneous Not yet

Closed, Seek permission Thousands of dollars 60/40 to 50/50 Many Difficult, Timely Inconsistent

Ok Hot Shot, How are You Going to Create Super Monkey Ball with HTML?

Ok Hot Shot, How are You Going to Create Super Monkey Ball with HTML?

<div id=”bridge” class=”rope”>

<div id=”bubble”> <span id=”monkey spritereplace”> Monkey</span>

jquery-banana.js

Ok Hot Shot, How are You Going to Create Super Monkey Ball with HTML?

<div id=”bridge” class=”rope”>

<div id=”bubble”> <span id=”monkey spritereplace”> Monkey</span>

jquery-banana.js

Some Applications Have to Be Native

Five Common Reasons for Native Apps

Performance Offline Mode Findability Device Attributes Monetization
Flickr photo by John Wardell (Netinho): http://www.flickr.com/photo_zoom.gne?id=760902403&size=l

Not for all applications Good enough for many applications Javascript Performance improving Hardware Accelerated CSS Web developers must improve

Flickr: Uploaded February 11, 2007 by hawridger

Javascript Speed Wars

http://webkit.org/blog/189/announcing-squirrelfish/ http://news.cnet.com/8301-1001_3-10030888-92.html http://weblogs.mozillazine.org/roadmap/archives/2008/09/tracemonkey_update.html http://webkit.org/blog/214/introducing-squirrelfish-extreme/

Javascript Speed Wars

http://webkit.org/blog/189/announcing-squirrelfish/ http://news.cnet.com/8301-1001_3-10030888-92.html http://weblogs.mozillazine.org/roadmap/archives/2008/09/tracemonkey_update.html http://webkit.org/blog/214/introducing-squirrelfish-extreme/

Javascript Speed Wars

http://webkit.org/blog/189/announcing-squirrelfish/ http://news.cnet.com/8301-1001_3-10030888-92.html http://weblogs.mozillazine.org/roadmap/archives/2008/09/tracemonkey_update.html http://webkit.org/blog/214/introducing-squirrelfish-extreme/

Javascript Speed Wars

http://webkit.org/blog/189/announcing-squirrelfish/ http://news.cnet.com/8301-1001_3-10030888-92.html http://weblogs.mozillazine.org/roadmap/archives/2008/09/tracemonkey_update.html http://webkit.org/blog/214/introducing-squirrelfish-extreme/

Javascript Speed Wars

http://webkit.org/blog/189/announcing-squirrelfish/ http://news.cnet.com/8301-1001_3-10030888-92.html http://weblogs.mozillazine.org/roadmap/archives/2008/09/tracemonkey_update.html http://webkit.org/blog/214/introducing-squirrelfish-extreme/

We’ve Become Bandwidth Gluttons
Since 2003:

• Web •#

Page Size Tripled

of Objects Doubled

Since 1995:

• Web •#

Page Size: 22x

of Objects: 21x

Source: http://www.websiteoptimization.com/speed/tweak/average-web-page/

Yahoo!’s 14 Performance Rules (Now 34!)
1. Make Fewer HTTP Requests 2. Use a Content Delivery Network 3. Add an Expires Header 4. Gzip Components 5. Put Stylesheets at the Top 6. Move Scripts to the Bottom 7. Avoid CSS Expressions 8. Make JavaScript and CSS External 9. Reduce DNS Lookups 10.Minify JavaScript 11.Avoid Redirects 12.Remove Duplicate Scripts 13.Configure ETags 14.Make AJAX Cacheable

Source: http://developer.yahoo.com/performance/rules.html

Offline Support
• HTML 5 • Client-side Database Storage API • Application Cache • Essentially SQLite in browser • Available on iPhone since 2.0 • Google Gears, Android, Nokia soon?

25,000 Apps & Findability?

http://148apps.com/10000

“It all depends on the application, of course,” says Mauro Montanaro, [Fox Mobile CEO] “and whether they are paid or free.” But he also notes that the “discoverability” of iPhone apps is becoming a bigger problem, and that some of the marketing tactics that Fox Mobile has used successfully on other handsets just don’t work on the iPhone.
“The question, as usual, is placement. Who determines [editorial placement]? Maybe someone out of Cupertino.”

Geolocation API Camera Address Book Accelerometer

Flickr photo by Lyza Gardner: http://www.flickr.com/photos/lyza/49545547/

Flickr photo by Thomas Purves: http://www.flickr.com/photos/thomaspurves/744225198/

http://phonegap.com

What Can You Do With PhoneGap?

http://phonegap.com/projects

Phone Gap? Yes we can

Mobile Progressive Enhancement [content]

http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes

Mobile Progressive Enhancement [content] WURFL

http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes

Mobile Progressive Enhancement [content] WURFL

http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes

Mobile Progressive Enhancement [content] WURFL Phone Gap
Add Functionality

http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes

Mobile Progressive Enhancement [content] WURFL Phone Gap
Add Functionality

http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes

Keys to Successful Hybrid Apps
•Make the experience feel like a native application •Take advantage of the enhanced features •Don’t simply release a hybrid version of the mobile web site •Optimize performance

Flickr photo by MarkKelley: http://www.flickr.com/photos/markkelley/1022720488/

Thank You for Your Time!

Work: http://cloudfour.com • Blog: http://userfirstweb.com • Twitter: @grigs Mobile Concurrency Test: http://cloudfour.com/mobile/
Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/

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